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The need to stay on top of growing digital marketing trends will allow social media marketers to make sure their efforts on social media will provide the ROI, that in turn supports all of the digital marketing efforts for their business. Here lies the fact that the next big change in digital is social.

1. Social media data will inform marketing decisions

Social media data is pretty complex and hard to put into action. A recent survey conducted by Hootsuite found that 60% of global organizations struggle to turn social data into actionable tactics. In actual practice, one can use the social media data collected through your social media tools and analyze this information to inform marketing and business decisions. In other words, social media data can help you create customer personas to boost the effectiveness of your marketing campaigns.

2. Content marketing will be the solution to Facebook’s algorithm change

Sophisticated content marketing is now the way to get engagement on Facebook. Facebook’s new algorithm for its News Feed calls for timely posts about information that provides value to your social media audience. The businesses who already have a solid content marketing strategy have an advantage on the shift in Facebook’s new algorithm—they can select content from their blog to feature on the business Page. However, if your business doesn’t have a content marketing strategy or a blog, but wants to maintain a strong Facebook presence, it may be time to create a content marketing strategy for Facebook.

3. Websites need to be more mobile-friendly

All websites must be optimized for mobile in 2015. Social media managers need to ensure that the format of any promotions they do are optimized for mobile. Additionally, any images used on social media should also be viewable on mobile for optimized user experience.

4. Google will rely heavily on social media signals for SEO

With the organic online marketing ecosystem growing, Google is relying more on social media signals to inform its search engine rankings. The SEO strategists will with social media marketers in order to receive the social signals it needs to make sure their company ranks on top in Google’s SERPs.

5. A testing culture will be implemented in all digital marketing teams

Testing new landing pages, different website layouts, online ads, and email copy, allows you to make more out of your existing traffic, increase conversions and improve the user experience. You can conduct A/B tests that compare two versions of a web page to see which performs better. Eventually, investing in A/B testing can have a massive impact on lead generation, traffic, and revenue.

6. The new Twitter search engine will push for Tweets to be more optimized

Twitter recently released one of its long-standing goals, the new and more powerful Twitter search engine. This new search engine will allow people to search through every Tweet ever published, which means the way you structure your Tweets is more important now than ever in the history of the microblogging social network. Including hashtags, images, and links in your Tweets will make sure that your Tweets show up higher in Twitter’s search engine results. This new arena in social will create much more visibility in search queries resulting digital transformation.

7. The online experience will shift to a more “human experience”

For social media marketers, every social media posts will need to be more relevant, provide more value to target audience and the engagement needs to be more “human” to create the future of customer relationships. Google and Facebook have made changes to their platforms to push businesses to focus more on the “human experience” with better user experience and ROI.

Finally to echo Digital Marketing Transformation Guru Brian Solis, “Social media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.” Here lies the contribution of social in digital change.

Sources:

1. http://blog.hootsuite.com/how-to-promote-your-business-on-social-media/
2. https://www.optimizely.com/ab-testing/
3. http://www.pwc.co.uk/consulting/publications/social-media-the-future-of-customer-relationships.jhtml

Chandreyi is a Content Marketing Specialist and Social Media Manager at Skyline. She specializes in building engaged online communities and sparking conversations about business-to-business marketing trends, Follow her at Google+ or tweet her at @chandreyisaha.

Originally Published In: http://www.businesszone.co.uk/community-voice/blogs/chandreyi-saha/social-is-the-next-digital